Verona, 1 February 2020 - Representatives of reference associations and consortia in Italian beer brewing chain were the protagonists of the official presentation of Xcellent Beers, Veronafiere's new event dedicated to Italian and international craft beers. The event, scheduled within the scope of Sol&Agrifood 19-22 April next in conjunction with Vinitaly and Enolitech, was outlined during the technical conference "Beer barley and its supply chain".
Xcellent Beers, thanks to scheduling alongside Sol&Agrifood, emerges as the only sector event capable of ensuring international visibility, qualified attendance by international buyers and high level participation by operators in the horeca channel. The format is based on tastings, training for exhibitors and operators and b2b occasions with incoming traders from major countries.
The needs of breweries for effective interaction with operators in the supply chain are met by in-depth meetings dealing with the market and production and sales techniques scheduled in partnership with UDB-Union of Beer Tasters and CDA-Food Distributor Consortium. The wide variety of special features of beers presented by breweries at the trade fair and the best offerings will be promoted at Xcellent Beers through a detailed calendar of guided tastings alternating with mini-courses and cooking shows. Information and training events will also help trade operators expand their knowledge of sales techniques, optimisation of distribution channels and sensory evaluation of products.
In Italy. production of craft beers comes to 550,000 hectolitres, with 964 micro-breweries determined to safeguard the specific features of territorial beers. This is a small portion of the total output standing at almost 15 million hectolitres, nevertheless the value chain is demonstrating impressive potential for development in quantitative and market terms, while also being a job creation opportunity throughout the production process. The success of craft beer in Italy follows a trend that has involved many markets in recent years, thereby making this a particularly dynamic sector on the international agro-food scene.